AMERICAJR NETWORK :: COACH'S CORNER PRO SHOP :: SAND CREEK RECORDS :: LIFE MADE EASY

:: DETROIT, MICHIGAN USA << >> LIVE STOCK TICKER :: MESSAGE BOARDS ::
 
 
 
 
 
 
 
 

AMERICAJR EMAIL

Email Login
Password
New users
sign up!

Detroit's Only FREE E-mail Provider

 

SPONSOR

 
1000 River Place Drive • Detroit, MI • 48207
(313) 259-9500 • www.omnihotels.com

 

Domestics Still Hold Brand Perception Crown in New Truck Market

Brand Watch Study from Kelley Blue Book Marketing Research Shows Toyota Trucks Rising

Logo © 1995-2007 Kelley Blue Book Co., Inc.

 

IRVINE, Calif. -- Kelley Blue Book Marketing Research (http://www.kbb.com/) today announces the third-quarter truck segment results of its new-vehicle consumer automotive perceptions study, Brand Watch. According to the study, in-market truck shoppers still believe that domestic brands embody many of the qualities and perceptions they are looking for in their next new vehicle. The latest edition of Brand Watch also reveals that during 2007, Toyota has made some significant strides in the truck segment, but they still have a long way to go to overtake Detroit. The highly comprehensive report takes a detailed look at in-market new-vehicle shoppers' perceptions of brands, and important factors driving their purchase decisions while in the midst of the research and shopping process.

In the Brand Watch study, consumers are asked to rate their perceptions of various brands in different new vehicle segments, based on 17 different attributes. When it comes to purchasing a new truck, in-market shoppers state the following five attributes, in order of importance, as being top factors out of the 17 attributes rated: durability/reliability, fuel efficiency, driving comfort, towing/hauling capacity and driving performance.

 

Brand Watch Third-Quarter Truck Segment Results: Best Truck Brands by Top Attributes
Durability/Reliability: Toyota
Fuel Efficiency: Toyota
Driving Comfort: Chevrolet
Towing/Hauling Capacity: Ford
Driving Performance: GMC

 

While Toyota dominates consumer perceptions of two important truck attribute categories, durability/reliability and fuel efficiency, the domestic brands outperform the Asian automakers on the more long-standing traditional truck attributes, including towing/hauling capacity as well as ruggedness/toughness. While American-made trucks still hold the top perceptions among shoppers, Brand Watch shows that perceptions of Toyota have been climbing in the truck ratings since the beginning of 2007, especially when it comes to towing/hauling capacity.

"While Toyota is making strides, the Asian manufacturers still have some work to do," said Rick Wainschel, vice president of marketing research and brand communications at Kelley Blue Book. "Their equity of durability and reliability transfers seamlessly into the truck segment, but decades of consumer messaging from the domestic manufacturers regarding towing/hauling capacity, ruggedness and toughness are not quickly or easily overcome."

The Brand Watch results from the first, second and third quarters of 2007, compiled by Kelley Blue Book Marketing Research, reflect the brand perceptions of more than 12,000 active, in-market vehicle shoppers. Each quarter, Kelley Blue Book releases information found within Brand Watch's 17 main factors, including exterior styling and interior layout and comfort, among the seven major vehicle segments.

Based on Brand Watch consumer perception data, Kelley Blue Book will host its inaugural 2008 Brand Image Awards dinner and ceremony in New York City on Wednesday, March 19, 2008, at the historical landmark and restaurant Providence (http://www.providencenyc.com/). More information will be released in the near future regarding the inaugural 2008 Kelley Blue Book Brand Image Awards.

Source: Kelley Blue Book

:: Return to Our Coverage of the 2008 NAIAS ::

 

"THE SHRINE CIRCUS"

January 17 - 20, 2008

The Dow Arena

www.doweventcenter.com

Once again, AmericaJR.com will Broadcast LIVE from the 2008 North American International Auto Show Press Preview Days and Industry Preview Days. Read our Press Release.
We will bring you the most comprehensive coverage ever with interviews, reviews and the best pictures around. It's all from AmericaJR.com -- Detroit's #1 Website with The BEST Coverage. Period.

This page was last updated on Wed, December 12, 2007 9:35 PM

 

>> Bookmark This Site Now! <<

 

 

doteasy.com - free web hosting. Free hosting with no banners.

 

BACK TO THE AMERICAJR ONLINE HOMEPAGE

Copyright © 2007 AmericaJR.com. All Rights Reserved.
Unauthorized duplication or use of Text, Site Template, Graphics and or Site Design is Prohibited by Federal and International laws. See our Notice/Disclaimer. Official NAIAS logos used with permission under license.

AMERICAJR NETWORK :: COACH'S CORNER PRO SHOP :: SAND CREEK RECORDS :: LIFE MADE EASY